A media marketplace should keep ownership of the seller order template and choose an SMS provider that does not turn one alert into a small integration project. For a new-order alert, I would keep the message contract in the marketplace, use an idempotent notification record, and compare providers on setup friction before comparing unit rates.

That is the practical answer to the Twilio-alternative question. Plivo, Vonage (formerly Nexmo), MessageBird, and Bandwidth are credible options for US traffic, but they optimize different parts of the job. Infrai is a reasonable fit when the team wants a plain REST boundary and one credential across backend capabilities; a messaging specialist is the better choice when carrier tooling, compliance controls, or delivery-event automation is the deciding requirement.

Keep it boring.

What should own the seller message?

The marketplace should own the template.…